Summary
Overview
Work History
Education
Languages
Accomplishments
Timeline
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Minsi Zhang

Summary

Experience in spearheading and executing new initiatives across countries, cultures, and teams.

Strategic, adaptable, and a strong communicator.

Overview

15
15
years of professional experience

Work History

DIRECTOR, CONTENT MARKETING

iQIYI INTERNATIONAL
05.2020 - Current
  • Key personnel and part of pioneering team driving global expansion plans outside of China
  • Determined areas in need of improvement and devised new processes involving program information, materials, artiste shoots, etc with multiple production teams
  • Set up frequent communication exchanges between Production, Content, User Growth, Operations, Marketing, and Local country teams for agile decision making
  • Led discussions with Content and Production teams involving artistes and creative content for localized marketing campaigns
  • Serve as key representative green-lighting Originals - which include Korean, Malaysian, Filipino, and Thailand productions
  • Set up and facilitated sharing sessions to smoothen cultural and language differences across teams for better syncing of projects
  • Kickstart internal marketing initiatives to smoothen and enhance discussions with China teams
  • Developed and executed new functional team structures and scopes during company restructuring to ensure business continuity
  • Conceptualized and executed global campaigns (Asia, United States, Middle East) encompassing creative, advertisements, social, influencers, and PR - including idol show 'Youth with You' starring Lisa from BLACKPINK, which surpassed 100million views worldwide
  • Pitched and led negotiations with Singapore Tourism Board for the Original Production 'Ferryman: Legends of Nanyang' which included a creative plan to rejuvenate local heritage areas
  • Shouldered P&L and budget responsibility, resulting in the company achieving profit goals within a year

MARKETING DIRECTOR, ASIAN CONTENT

SONY PICTURES TELEVISION
08.2008 - 05.2020
  • Launched and maintained top-ranking positions for Asian channels
  • Led and executed productions with Nippon TV - including a Hong Kong live performance featuring J-Pop band 'Hey Say Jump! and an overseas travelogue featuring Dean Fujioka in Indonesia
  • Key person managing celebrity judges David Foster, Anggun, and Jay Park on regional production 'Asia's Got Talent' across two seasons, including negotiating artiste contracts and production shoots
  • Built relationships with key content partners (Nippon TV, SBS Contents Hub, etc.) to push for press junkets and production set visit opportunities
  • Led negotiations with A-list artiste agencies for overseas events
  • Coordinate and set up workflows between Programming, Creative, and Ad sales teams to create customized on/off-air campaigns.
  • Devised and executed successful marketing campaigns for Asian content portfolio across Southeast Asia, Taiwan, and Hong Kong.
  • Conceptualized, organized, and executed multiple marketing events on tight timelines with turnouts of up to 25,000 people
  • Oversee content creation and fan engagement across social media platforms with a combined fan base of over 4 million.
  • Lead and manage public relations with extensive press coverage
  • Drive affiliate marketing revenue with partners which included acquisition and loyalty campaigns.
  • Manage trade marketing for company branding and awareness

Education

BACHELOR OF BUSINESS MANAGEMENT -

SINGAPORE MANAGEMENT UNIVERSITY
SINGAPORE
04.2008

Languages

English
Bilingual or Proficient (C2)
Chinese (Mandarin)
Bilingual or Proficient (C2)

Accomplishments

Animax Danganronpa 3 Campaign - 2018 Silver PromaxBDA Global Excellence Promotion, Marketing and Design Awards

GEM Bento Box - 2017 Gold PromaxBDA Global Excellence Promotion, Marketing and Design Award

ONE PPALI PPALI Delivery Box - 2015 Gold PromaxBDA Asia Awards

Timeline

DIRECTOR, CONTENT MARKETING

iQIYI INTERNATIONAL
05.2020 - Current

MARKETING DIRECTOR, ASIAN CONTENT

SONY PICTURES TELEVISION
08.2008 - 05.2020

BACHELOR OF BUSINESS MANAGEMENT -

SINGAPORE MANAGEMENT UNIVERSITY

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Minsi Zhang